Event Promotion & Counter-Intuitive Results

Have you ever not done something because of an unjustified fear? We all have examples of deciding not to do something because it didn’t seem like the right thing to do. By the same token how many times have you done something completely counterintuitive with great results? Online Ticket Sales and Senior SurfersOne of my recent case studies involves advance online ticket sales. It is in almost every marketer’s best interest to sell as many advance sale tickets as possible for their event. With the Internet it has never been easier to buy tickets online. Most people would assume trying to sell advanced sale tickets online in one of the oldest median aged communities in the United States would turn out to be a disaster. Here are some case study statistics for the Florida event:

Total event attendance approximately 55,000 people.

Advance online ticket sales approximately 10,000.

Average Median Age of the county where the event is held 54 years old (US Census Data).

The event sold almost 20% of their total ticket sales, as advance sale tickets, online. I’m positive many marketing experts would agree that trying to sell online tickets in a community with a median age of 54 to be extremely difficult. Yet event organizers decided to take chance on something completely counterintuitive and found extraordinary results.

Doing the Counter-intuitiveHave you tried something counter intuitive for your event? If you have an opportunity to try something different with the
marketing of your event and it costs you little or nothing, give it a shot. In many instances you might
learn something new. I’ve found some of “the least likely to succeed” ideas did the best and those that were “sure to succeed” did the worst.